|Title||SHARE A COKE 2018 - LOVE MYSELF CAMPAIGN|
|Product / Service||SHARE A COKE|
|Category||A11. Excellence in Brand / Music Sponsorship or Partnership|
|Entrant||McCANN SEOUL, SOUTH KOREA|
|Idea Creation||McCANN SEOUL, SOUTH KOREA|
|Media Placement||UM KOREA Seoul, SOUTH KOREA|
|Yoon Soo Kang||McCANN Seoul||Creative Director|
Share a Coke 2019 - Love Myself Campaign is relevant to for the Music category because it utilized solely BTS's songs as a tool to acknowledge youths of Koreans without any appearances of BTS in the TVC. By aligning the packages of the Coca-Cola with the titles of the BTS's songs, the words of acknowledgement went more dearly to the fans. Moreover, the incredible passion for music from the South Koreans, represented by a culture called tte-chang (sing along) boosted the message delivery to the people who were having hard time in Korea.
SITUATION: - Coca-Cola had high BLS (Brand Love Score) among youth in South Korea, but was facing downtrend. - Hell Korea, a term created by South Koreans referring Korea as 'harsh and hopeless society' and 'a terrible place to live'. - In Hell Korea, South Korean Youth are losing happiness due to high unemployment rate (12.5%) and 64% temporary position rate of 15-29. - Korea also has the highest annual working hour among OECD countries (2,285 hours) - Also, Korea has the highest rate of suicide rate among OECD countries due to severe competition. Moreover, suicide is continuously being the number 1 cause of death of youths in South Korea. BRIEF & OBJECTIVE: - Develop disruptive package design at shelf to win youth more at POS and trigger purchase. - Provide share worthy and unique consumer experience at shelf for youth. - Leverage seasonality of New Year Messages.
For the 2018 Coca-Cola Share a Coke campaign, Coca-Cola collaborated with BTS (top idol group in South Korea) to re-create 12 existing BTS popular songs to make it relevant to the sac campaign. Encouraging key message “you are amazing as you are. Be thrilling as you are” was developed and used as product label and ‘love myself’ BGM was used for TVC (e.g.: your spring day / you are my idol / I know, your sweat and tears / my dream so what etc.). Despite BTS not actually being in the creative (only BGM was used) the commercial was highly responsive and was introduced in over 20+ news channels.
There is a consumer tension and conflict when it comes to New Year messages for South Koreans. The majority (90%) enjoys both sending and receiving New Year messages, but only if the messages are cheerful, that give them optimistic energy to move on rather than overwhelming messages that contain serious contents. South Koreans live under immense pressure daily, and thus do not want any more stress than they already have. Koreans are also very passionate about music, represented by a culture called ‘tte-chang (sing along)’. Multiple global artists have mentioned in various interviews on how passionate Korean audiences are during the show. From these consumer insights, as an ambassador for ‘togetherness’ and ‘positivity’, Coca-Cola collaborated with BTS who are not only majorly popular, but has close connection with their fans from active communication to have them send out words of motivation to double the influence.
Coca-Cola and BTS collaborated to help youths who are suffering from much competitive society, so called ’hell Korea’. Aligning with BTS’s song titles, we have decided to develop labels for the 2019 new year edition that can acknowledge the youths. With the increasing number of people acknowledging each other through messages like ‘love myself’, Coca-Cola earned more than double the targeted sales, and gifted BTS the symbol of cultural icon.
The market share for Coca-Cola in South Korea increased by 4% after campaign launch. Over 90 news coverage including tier 1 media such as Chosun Ilbo, Joongang Daily, Donga Ilbo. Stories of consumer gifting BTS x coca cola bottles as a message of New Year’s acknowledgement were being shared online. Coca-Cola’s New Year’s Edition Label featuring loving yourself messages from BTS song titles was used as to expressing themselves and encouraging others while exchanging the 2019 edition Cokes. Through the collaboration with BTS, not only Coca-Cola identified itself as a cultural leader brand through delivering supportive messages to Millennials, BTS became cultural icons by relating to the Millennials. Through Love Myself Campaign, Coca-Cola gained double the expected revenue of 4.3% increase compared to the previous year.